Is your list really growing?
An account can show nice revenue and lose its list in silence. Enter one month's numbers to read net growth, what it would take to stay flat, and the three rates that should alert you. No sign-up, nothing leaves your browser.
One month of the list
Take a full month's numbers from Klaviyo (Audience, then List growth and the unsubscribe, bounce and complaint metrics). Nothing is sent, everything is computed in your browser.
Profiles subscribed to email.
Forms, imports, checkout opt-ins.
Over the month.
Addresses that no longer exist or refuse the send.
Subscribers who clicked "report as spam".
95 profiles lost over the month. You need 95 new subscribers a month just to stay flat.
The three rates that should alert you
Rates are relative to list size, assuming a profile gets at least one send in the month. On a list that is rarely emailed they are understated. The thresholds are the ones KlaviBoard applies continuously.
The gross number lies, the net tells the truth
“We gained 800 subscribers this month” is easy to say. What the client does not see is the hundred that left through the back door: unsubscribes after a campaign sent too wide, bounces from a shaky import, complaints from subscribers who do not remember signing up. Net growth is what is left once all that is subtracted. A client gaining 8% revenue while burning 15% of its base is not doing well, even if the first number is pleasing.
The three rates compared here are the ones KlaviBoard watches continuously across all accounts: unsubscribes above 0.5%, bounces above 2%, spam complaints above 0.1%. Each says something different: the first is about targeting and frequency, the second about list hygiene, the third about consent.
Frequently asked questions
- Where to find these numbers in Klaviyo?
- List size and new subscribers are in the Audience tab, on the list itself. Unsubscribes, bounces and complaints are account metrics (Unsubscribed, Bounced Email, Marked Email as Spam), readable in Analytics with a filter on the month.
- Why relate the rates to list size?
- Because it is the denominator everyone has at hand. The exact rate is computed on the month's sends; on a list emailed at least once a month, the two converge. On a rarely emailed list, the rates shown here are understated.
- Can a growing list be unhealthy?
- Yes. A list gaining 800 profiles and losing 700 grows on paper, but it replaces its base every year: newcomers do not have the purchase history of the old ones, and revenue per profile drops. Net growth alone is not enough, read the three rates next to it.
- What to do when the list shrinks?
- Three levers, in order: check the sign-up sources (forms, checkout) that may have broken, review campaign frequency and targeting if unsubscribes exceed the threshold, and run a re-engagement sequence before suppressing profiles that no longer open anything. Suppressing them also lowers the Klaviyo bill.
- Where do these thresholds come from?
- They are KlaviBoard's alert rules, aligned with inbox providers' guidance: Gmail and Yahoo ask you to stay under 0.1% complaints; 2% bounces betrays a poorly maintained list; 0.5% unsubscribes on a send signals a message that was not for the whole list.
For the detail of each threshold, the articlebounces, spam, bots: the thresholds that should alert you. A shrinking list also costs less: theKlaviyo pricing calculatorshows the tier saved by suppressing inactive profiles.
List health, across all your accounts
KlaviBoard reads net growth and rates for every account, compares them with the previous period and warns you when a threshold is crossed. The Free plan connects 3 accounts, no credit card.